Marketing on Social Networks

Methodology/methods: The main research method was quantitative content analysis, which allows the gathering of large numbers of qualitative data and transforming them into data of quantitative nature that can then be the subject of further statistical analysis. In case of interesting quantitative findings, a qualitative explanation was used. Both communication from e-shops to fans and communication from fans to e-shops (and among fans) in the years 2011-2013 were analyzed.
Scientific aim: The objective of the research presented in this article is based on content analysis to evaluate the level of the Facebook communication of selected Czech e-shops with consumer electronics within 2011-2013 using a quantitative content analysis method.
Findings: The results show that the posting frequency of all the analysed e-shops is rather low, between 4-6 days. The e-shops vary in the most frequent types of posts. Posts that elicited the highest numbers of reactions were characteristic with their viral nature. A strong, statistically significant correlation between the number of fans of the fan page and the frequency of their reactions to the posts was found.
Conclusions: All of the analysed e-shops should increase the frequency of contact with their fans through more frequent posting and modification in the content of the posts. Based on findings, the several suggestions for effective and successful managing the Facebook activities are served.